اثر پایین بودن بهره‌وری بر انتقام از برند در صنعت خودرو

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران (نویسنده مسئول)

2 کارشناس ارشد گروه کسب و کار، دانشگاه پیام نور

10.22034/bs.2022.254017

چکیده

رقابت شدید در اکثر بازارهای امروزی سبب شده تا شناخت ادراکات و احساسات به ویژه احساسات منفی مصرف‌کنندگان از اهمیت ویژه‌ای برخوردار شود؛ چرا که حفظ و نگهداری مشتریان یکی از ارکان اساسی برای رشد هر سازمانی محسوب می‌گردد، صنعت خودروسازی نیز از این قاعده مستثنی نیست. از طرفی با توجه به اهمیت بهره‌وری و کارایی در این صنعت و به طبع آن رشد و شکوفایی اقتصادی کشور، در این پژوهش سعی شده است، اثر پایین بودن بهره‌وری بر انتقام از برند از طریق نفرت از برند بررسی شود. از این رو هدف پژوهش، بررسی اثر بی‌کیفیت بودن، گران بودن و بی‌اعتنایی شرکت به مصرف‌کننده بر انتقام غیرمستقیم و انتقام مستقیم از برند از طریق نفرت از برند است. این رفتارها از سه عامل اصلی نفرت از برند (بی‌کیفیت بودن محصول / خدمات، گران بودن محصول / خدمات، بی‌اعتنایی شرکت به مصرف‌کننده) ناشی‌ می‌شود و در زمینه برند پراید از برندهای پرتیراژ خودرو سواری شرکت سایپا، مفهوم‌سازی و آزمایش می‌شوند. پژوهش حاضر از نظر هدف کاربردی و از حیث جمع‌آوری داده‌ها پژوهشی توصیفی ‌‌است. جامعه آماری این پژوهش مشتریان خودروهای خانواده پراید از شرکت سایپا هستند. روش نمونه‌‌گیری در دسترس است که باتوجه ‌‌به نامعلوم ‌‌بودن جامعه آماری، حجم نمونه با سطح اطمینان 95 درصد، بر اساس فرمول کوکران تعداد 384 نفر مشخص شده است با‌‌توجه‌‌ به پیمایشی ‌‌بودن پژوهش برای جمع‌آوری داده از ابزار پرسشنامه استفاده ‌شده است. روایی پرسشنامه در مرحله اول از طریق روایی محتوی، سپس از طریق روایی همگرا و واگرا مورد تأیید قرارگرفت. پایایی پرسشنامه هم با ضریب الفای کرونباخ مورد تأیید قرار گرفت. برای تجزیه ‌و تحلیل از روش مدل‌‌یابی معادلات ساختاری استفاده‌ شده است. نتایج نشان داد که بی‌کیفیت و گران بودن محصولات، بی‌اعتنایی شرکت به مصرف‌کننده بر نفرت و انتقام از برند اثر مثبت و معناداری دارد و به عبارتی تمام فرضیه‌های پژوهش پذیرفته شد.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Low Productivity on Brand Revenge in the Automotive Industry

نویسندگان [English]

  • yazdan shirmohammadi 1
  • Saed Akbarzadeh Kashshi 2
1 Master of Science in Business Management, Payame Noor
2 Master of Science in Business Management
چکیده [English]

 
Intense competition in most markets today has led to the recognition of perceptions and emotions, especially negative emotions of consumers as something of special importance ; Because customer retention is one of the cornerstones of any organization's growth, the automotive industry is no exception. On the other hand, considering the importance of productivity and efficiency in this industry and the nature of the country's economic growth and prosperity, in this study, the effect of low productivity on brand revenge through brand hatred has been investigated. Therefore, the purpose of this study is to investigate the effect of poor quality, high cost and disregard of the company to the consumer on indirect revenge and direct revenge on the brand through hatred of the brand. These behaviors are caused by three main factors of brand hatred (poor quality of product / service, expensive product / service, disregard of the company to the consumer) and they are conceptualized and tested on Pride brand; one of the popular brands of SAIPA car Company.  The present study is an applied research in terms of purpose and a descriptive research in terms of data collection. The statistical population of this research is the customers of Pride family cars from SAIPA company. Sampling method is available. Since the statistical population is unknown, the sample size with a 95% confidence level, based on the Cochran's formula, is being identified 384 people. The validity of the questionnaire was confirmed in the first stage through content validity, then through convergent and divergent validity. The reliability of the questionnaire was also confirmed by Cronbach's alpha coefficient. Structural equation modeling method has been used for analysis. The results showed that the poor quality and high cost of products, the company's disregard for the consumer has a positive and significant effect on brand hatred and revenge, and in other words, all research hypotheses were accepted.

کلیدواژه‌ها [English]

  • Efficiency / Brand / Brand Hate / Automobile Industry
اسماعیل‌پور، رضا؛ سید حسام کاشانی و هانی نیکوکار. (1393). «تسهیم دانش، بررسی نقش عوامل مؤثر برآن و بهره‌وری سازمان». مدیریت بهره‌وری، 8(4(31) زمستان)، 51-74.
نصر اصفهانی، م.  و  س.ع. رضوی. (1389). «مطالعه تطبیقی کارایی و بهره وری شرکت‌های خودروسازی با استفاده از تحلیل پوششی داده‌ها (DEA)»، مدیریات فردا، 25،.97-108.
سرگلزهی، احمدرضا؛ محمدنبی شهیکی و صفیه کرد سنگانی. (1397). «تأثیر تحقیق و توسعه بر بهره‌وری کل عوامل تولید در صنایع کارخانه‌ای ایران». پژوهش‌های مدیریت عمومی، 11، (40)، 215-241
ایران‌زاده، سلیمان؛ نگارالسادات مصباحی جهرمی؛ عبدالحسین شکری و رحیم ابراهیمی (1395). «بررسی رابطه ابعاد چابکی سازمانی و بهره‌وری کارکنان شرکت بیمه دانا در استان آذربایجان شرقی». مدیریت بهره‌وری، 10(3(38) پاییز)، 117-146.
Alba, J. W., & Lutz, R. J. (2013). “Broadening (and narrowing) the scope of brand relationships”. Journal of Consumer Psychology, 23(2), 265-268.
Albert, N., Merunka, D., & Valette-Florence, P. (2013). “Brand passion: Antecedents and consequences”. Journal of Business Research, 66, 904-909.
Andreassen, T. W. (2001). “From disgust to delight: Do customers hold a grudge?” Journal of Service Research, 4(1), 39-49.
Batra, R., Ahuvia, A., & Bagozzi, R. (2012). “Brand love”. Journal of Marketing, 76, 1-16.
Bechwati, N., & Morrin, M. (2003). “Outraged consumers: Getting even at the expense of getting a good deal”. Journal of Consumer Psychology, 13, 440-453.
Bloemer, J., & Kasper, H. (1995). “The complex relationship between consumer satisfaction and brand loyalty”. Journal of Economic Psychology, 16, 311-329.
 Bougie, R., Pieters, R., & Zeelenberg, M. (2003). “Angry customers don’t come back, they get back: The experience and behavioral implications of anger and dissatisfaction in services”. Journal of the Academy of Marketing Science, 31(4), 377-393.
Breivik, E., & Thorbjørnsen, H. (2008). Consumer brand relationships: An investigation of two alternative models. Journal of the Academy of Marketing Science, 36(4), 443-472.
Bryson, D., Atwal, G., & Hultén, P. (2013). Towards the conceptualisation of the antecedents of extreme negative affect towards luxury brands. Qualitative Market Research: An International Journal, 16, 393-405.
 Carroll, B., & Ahuvia, A. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17, 79-89.
Cherrier, H. (2009). “Anti-consumption discourses and consumer-resistant identities”. Journal of Business Research, 62, 181-190.
Coad, A, Broekel. (2012). “Firm Growth and Produtivity Growth: Evidence From A Panel VAR”, Applied Economics, 44(10), 1201-1335.
Cromie, J., & Ewing, M. (2009). “The rejection of brand hegemony”. Journal of Business Research, 62, 218-230.
Cuaresma, J, Oberhofer, Vincelette,G. (2014). “Firm growth and productivity in Belarus: New empirical evidence from the machine building industry”, Journal of Comparative Economics, 42, 726-738.
Dalli, D., Romani, S., & Gistri, G. (2006). Brand dislike: Representing the negative side of consumer preferences. Advances in Consumer Research, 33, 87-95.
Demirbag-Kaplan, M., Yildirim, C., Gulden, S., & Aktan, D. (2015). “I love to hate you: Loyalty for disliked brands and the role of nostalgia”. Journal of Brand Management, 22(2), 136-153.
Donggun Park, Sunghwan Park, Wonjoon KimIlsun Rhiu, Myung Hwan Yun. (2019). “A comparative study on subjective feeling of engine acceleration sound by automobile types”. International Journal of Industrial Ergonomics, 74, 102843
Emrouznejad A., E. Cabanda. (2014). managing service productivity using Data Envelopment Analysis, chapter 1in Intermational service in operations Research &management science , 215, 1-18
Emrouznejad, A. Parker, B. and G. Tavares. (2008). “Evaluation of research in efficiency and productivity: A survey and analysis of the 30 years of scholarly literature in DEA”, Journal of Socio-Economics Planning Science, 42(3), 151-157.
Enna HIRATA.(2019). “Service characteristics and customer satisfaction in the container liner shipping industry.” Asian Journal of Shipping and Logistics. 35(1), 24-29
Esmaeelpour, R., Kashani S. H., & Nikookar H. (2015). “Sharing Knowledge, The Role of Their Affect Factors and Productivity Organization”. Journal of Productivity Management, 8(31), 51-37, (In Persian)
Eunil Park.(2019). “The role of satisfaction on customer reuse to airline services: An application of Big Data approaches”. Journal of Retailing and Consumer Services. 47, 370-374
Fei Zhou, Jian Mou, Qiulai Su, Yenchun Jim Wu.(2020). “How does consumers› Perception of Sports Stars› Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity”. Journal of Retailing and Consumer Services. 54, 102012
Fetscherin, M. (2019). “The five types of brand hate: How they affect consumer behavior”. Journal of Business Research, 68, 116-127.
Fetscherin, M., & Heinrich, D. (2015). “Consumer brand relationships research: A bibliometric citation meta-analysis”. Journal of Business Research, 68, 380-390.
Funches, V., Markley, M., & Davis, L. (2009). “Reprisal, retribution and requital: Investigating customer retaliation”. Journal of Business Research, 62(2), 231-238.
Grégoire, Y., Laufer, D., & Tripp, T. (2010). “A comprehensive model of customer direct and indirect revenge: Understanding the effects of perceived greed and customer power”. Journal of the Academy of Marketing Science, 38(6), 738-758.
Grisaffe, D. B., & Nguyen, H. P. (2011). “Antecedents of emotional attachment to brands”. Journal of Business Research, 64(10), 1052-1059.
Harmeling, C. M., Magnusson, P., & Singh, N. (2015). “Beyond anger: A deeper look at consumer animosity”. Journal of International Business Studies, 46, 676-693.
Hegner, S. M., Fetscherin, M., & van Delzen, M. (2017). “Determinants and outcomes of brand hate”. Journal of Product and Brand Management, 26(1), 13-25.
Horngren, C. T., & Foster, D. (2006). Cost Accounting: A Managerial Emphasis. New Jersey: Prentice-Hall.
Iranzadeh. S., Sadat Mesbahi, N., Shokri, A., & Ebrahimi, R. (2016). A Study of the Relation between Organizational Agility Dimensions and the Productivity of Dana Insurance Company Employees in East Azarbaijan Province. Quarterly Journal of Productivity Management, 38(10), 117-146, (In Persian)
Isabel P. Riquelme & Sergio Román & Pedro J. Cuestas & Dawn Iacobucci.(2019). “The Dark Side of Good Reputation and Loyalty in Online Retailing: When Trust Leads to Retaliation through Price Unfairness”. Journal of interactive marketing, 47, 35-52
Jens-Peter Loy (JP), Christian Ceynowa, Lena Kuhn.(2020). “Price recall: Brand and store type differences”. Journal of Retailing and Consumer Services, 53 (2020) 101990.
Jin, W., Xiang, Y., & Lei, M. (2017). The deeper the love, the deeper the hate. Frontiers in Psychology, 8, 1940.
Johnson, A., Matear, M., & Thomson, M. (2011). “A coal in the heart: Self-relevance as a post-exit predictor of consumer anti-brand actions”. Journal of Consumer Research, 38, 108-125.
Jying-Nan Wan, Jiangze Du, Ya-Ling Chiu, Jin Li.(2018). Dynamic effects of customer experience levels on durable product satisfaction: Price and popularity moderation. Electronic Commerce Research and Applications
Kähr, A., Nyffenegger, B., Krohmer, H., & Hoyer, W. D. (2016). “When consumers harm your brand - The phenomenon of consumer brand sabotage”. Journal of Marketing, 80(3), 1-66.
Keller, K. (2009). “Building strong brands in a modern marketing communications environment”. Journal of Marketing Communications, 15, 139-155.
Khan, M., & Lee, M. (2014). “Prepurchase determinants of brand avoidance: The moderating role of country-of-origin familiarity”. Journal of Global Marketing, 27, 329-343.
Kim, S., Cho, Y., Niki, K., Yamanaka, T. (2016). Integrating affective values to sustainable behaviour focused on Kansei engineering. Int. J. Sustain. Eng. 9, 378-389.
Kochuk, S. Emit. (2019). Brand hatred, Rasouli translation, Nasrin; Shahsvandi, Mahmoud Reza and Mohammad Amin Torabi. Tehran, first Molefin Talai) In perisan)
Li, Z., Lun, F., Liu, M., Xiao, X., Wang, C., Wang, L., Xu, Y., Qi, W., Sun, D. (2021). “Rapid diagnosis of agricultural soil health: A novel soil health index based on natural soil productivity and human management”, Journal of Environmental Managemen, 727, 1-12.
Ma, M.Y., Chen, C.W., Chang, Y.M. (2019). Using Kano model to differentiate between future vehicle-driving services. Int. J. Ind. Ergon. 69, 142-152.
Makizadeh, V, Ain Jamshid, S., Saghaei, F. (2018). The effect of individual contexts on brand hatred and its consequences; Case Study: Iranian Automotive Industry. Modern Marketing Research, 8 (2), 139-164.[ In Persian ]
Monga, A. (2002). Brand as a relationship partner: Gender differences in perspectives. Advances in Consumer Research, 29(1), 36-41.
Muto, H., Yamamoto, T., Kamiya, N., Nakanishi, M. (2017). Physiological responses related to visual impressions of a product: evaluating automobile interior design. In: Advances in Ergonomics Modeling, Usability & Special Populations, 621-633.
Nasr Esfahani, M., Razavi, S.A. (2010). A Comparative Study on the Efficiency and Productivity of Automotive Companies by Data Envelopment Analysis (DEA), MODIRIAT-E-FARDA, 25,.97-108. (in Persian).
Obade, V.D. (2019). Integrating management information with soil quality dynamics to monitor agricultural productivity. Sci. Total Environ. 651, 2036-2043.
Park, C., Eisingerich, A., & Park, J. (2013). “Attachment-aversion (AA) model of customer- brand relationships”. Journal of Consumer Psychology, 23, 229-248.
Patwardhan, H., & Balasubramanian, S. (2011). “Brand romance: A complementary approach to explain emotional attachment toward brands”. Journal of Product and Brand Management, 20, 297-308.
Preijers, S. (2016). Brand hate: Exploring and understanding the concept (Master’s thesis). Radboud University Nijmegen.
Richins, M. (1983). “Negative word of mouth by dissatisfied consumers: A pilot study”. Journal of Marketing, 47(1), 68-78.
Romani, S., Grappi, S., & Dalli, D. (2012). “Emotions that drive consumers away from brands: Measuring negative emotions toward brands and their behavioral effects”. International Journal of Research in Marketing, 29, 55-67.
Sargolzahi, A., NabiShahiki, M, Kordsangani, S. (2018). The effect of research and development on the total factor productivity in Iran’s industrial factories, Public Management Research, 11, (40), 215-241, (In Persian).
Subhadip Roy, S. Sreejesh, Sandhya Bhatia. (2019). Service quality versus service experience: An empirical examination of the consequential effects in B2B services. Industrial Marketing Management, 82, 52-69.
Sweetin, V. H., Knowles, L. L., Summey, J. H., & McQueen, K. S. (2013). “Willingness-topunish the corporate brand for corporate social irresponsibility”. Journal of Business Research, 66(10), 1822-1830.
Thomas, V.J., Maine E. (2019). “Market entry strategies for electric vehicle start-ups in the automotive industry - Lessons from Tesla Motors”, Journal of Cleaner Production, 235, 653-663
Thomson, M., MacInnis, D., & Park, C. (2005). “The ties that bind: Measuring the strength of consumers› emotional attachments to brands”. Journal of Consumer Psychology, 15, 77-91.
Thomson, M., Whelan, J., & Johnson, A. (2012). “Why brands should fear fearful consumers: How attachment style predicts retaliation”. Journal of Consumer Psychology, 22, 289-298.
Wolter, J. S., Brach, S., Cronin, J., & Bonn, M. (2016). “Symbolic drivers of consumer- brand identification and disidentification”. Journal of Business Research, 69(2), 785-793.
Yuksel, U., & Mryteza, V. (2009). “An evaluation of strategic responses to consumer boycotts”. Journal of Business Research, 62, 248-259.
Zarantonello, L., Romani, S., Grappi, S., & Bagozzi, R. P. (2016). “Brand hate”. Journal of Product and Brand Management, 25(1), 11-25.